When the former Blogger Bazaar reached out to us, they had already made a respectable name for themselves by collaborating with global brands like Gucci and Zalando and being featured multiple times in Vogue.

But they had so much more to talk about than just fashion. After 8 years in business, they had outgrown their old identity both visually and conceptually.

They wanted to connect their audience to conversations that mattered. But they knew that this responsibility was too delicate to shoulder on their own. Because the challenges we face today are more interconnected than ever before, they demand collaborative problem solving. So they decided to transition to community-sourced content. After all, why would they know more about the rights of trans people than an actual trans person?

The new identity is all about giving space and leaving the stage to their loyal community. We helped rauwm with their new brand strategy, explored possible naming directions, and developed a visual identity that follows the credo: always selfless, never faceless. The new name ‚rauwm‘ just seemed to encapsulate it all: a reference to the German word ‚Raum‘ (English: space), which also happens to be the anagram of ‚Warum‘ (English: why).